EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION AND LOYALTY PT. JIWASRAYA INSURANCE (PERSERO) PADANG BRANCH. SUPERVISED

Abstract

The level of competition in the insurance industry is currently
increasingly showing improvement. This is seen from the number of companies
offering life insurance services in Indonesia, especially in Padang, West Sumatra.
Therefore, to be able to survive in the life insurance industry, Jiwasraya must be
able to maintain customers and increase the number of customers. One strategy is
to improve service quality. Because this will be able to shape customer
satisfaction and loyalty.
This research will be carried out by the Jiwasraya insurance customer in
Padang Branch. Research location spread in the Padang Branch Area, with a
sample of 100 customers. The data collection technique used is using a
questionnaire. Whereas for analyzing data, the SPSS 17.00 for Windows and
SmartPLS programs are used.
The results of this study indicate that: 1) service quality affects the
satisfaction of Jiwasraya insurance customers 2) service quality affects the loyalty
of Jiwasraya's insurance customers; 3) customer satisfaction affects the loyalty of
Jiwasraya insurance customers, 4) service quality affects the loyalty of
Jiwasraya's insurance customers through customer satisfaction.
Based on the results of the study, the company must be able to increase
customer satisfaction, one of which is to improve and improve the quality of services provided to customers.